21st IMEX Frankfurt 2025 Closes with Record Engagement and A Growing Global Demand for Face-to-Face Events

Friday, May 23, 2025

The 21st edition of IMEX Frankfurt, the world’s leading trade show for the meetings, incentives, conferences, and exhibitions (MICE) industry, concluded successfully on May 22, 2025, marking a new milestone for global business events. Held at Messe Frankfurt, this year’s event was the largest ever in terms of exhibitor floor space, reflecting the sector’s continued post-pandemic recovery and evolution.

More than 13,000 global attendees, including over 4,000 hosted buyers, gathered for three days of networking, innovation, and forward-looking discussions. The show facilitated a record-breaking 67,000 pre-scheduled meetings, up 10% from 2024, highlighting not only increased demand for business events but also a deeper level of buyer-seller engagement.

Frankfurt Solidifies Position as a Global Events Capital

As one of the central hubs in the global business travel and MICE ecosystem, Frankfurt continues to demonstrate why it ranks among the top international convention destinations. According to the German National Tourist Board (GNTB), Germany remains one of the world’s top meeting destinations, and Frankfurt is key to this ranking, offering state-of-the-art infrastructure, air connectivity, and economic diversity.

Frankfurt’s success as host to IMEX also aligns with Germany’s federal tourism goals under the “National Tourism Strategy”, which promotes sustainable event planning, innovation in digital experience, and enhanced global business travel offerings.

Unprecedented Business Demand and Buyer Engagement

The 2025 edition of IMEX Frankfurt demonstrated renewed energy in the global events sector, with a show floor buzzing with activity, creativity, and connection. One-to-one meetings increased significantly, and the presence of high-level decision-makers, including city officials, business leaders, and event planners, underscored the show’s importance.

Tracy Halliwell MBE, Director of Tourism and Conventions at the London Convention Bureau, praised the show’s effectiveness:

“IMEX Frankfurt 2025 was a tremendous success. Our stand attracted more interest than ever, with more than 750 pre-scheduled meetings. We were especially proud to be joined by our chairman and London’s Deputy Mayor for Business and Growth, Howard Dawber, whose presence emphasized our support for the new London Growth Plan.”

This reflects how local and regional governments are increasingly aligning with business tourism to drive economic growth and innovation. London’s proactive engagement is also supported by its official business strategy outlined by London & Partners, the city’s promotional agency.

Human Connection in a Digital Age

For many delegates, the true value of IMEX lies in personal connection. Heledd Williams, Head of Business Events at Meet In Wales, summarized this sentiment:

“Meeting people in person is priceless. Nothing can replace it. Being here sparks ideas, emotions, and a sense of community. Our industry is very unique in that way.”

Face-to-face interaction remains vital in a digital-first world, particularly in a people-driven industry like MICE. This emphasis on personal experience is in line with current travel behavior research from the European Travel Commission, which shows a rebound in experiential travel, where authenticity and human engagement are key drivers.

The Power of Storytelling in MICE Business

Claudia Kliem, Senior Manager of Group Sales – Worldwide Sales at BWH Hotel Group, echoed the industry’s renewed focus on personalized communication:

“MICE business is people’s business. To tell our story face to face makes all the difference. When a customer has a question, you can share your value in a way that resonates.”

This perspective aligns with global MICE trends reported by UN Tourism (formerly UNWTO), where storytelling and personalization have become central to event design and destination marketing strategies.

Innovation, Trust, and Transparency Take Center Stage

This year’s Inspiration Hub, IMEX’s educational arena, was a vibrant space for learning, ideation, and community dialogue. The sessions focused on trust, transparency, and experiential design—key pillars of the future of business events.

During a panel on agency-planner collaboration, Alexandra Howar, Director of Business Development at InVision Communications, highlighted that “transparency is the currency of trust.” She encouraged planners to break down silos and work more openly with partners to create more meaningful event experiences.

The session emphasized the importance of psychological safety, emotional journey mapping, and inclusive leadership—principles also endorsed by the International Association of Professional Congress Organisers (IAPCO) in their guidelines for resilient and ethical event planning.

Looking Ahead to Frankfurt as World Design Capital 2026

Looking beyond this year, Carina Bauer, CEO of the IMEX Group, expressed optimism and ambition for future editions:

“Frankfurt’s designation as World Design Capital 2026 opens new doors for IMEX. We aim to deepen our partnerships across the city and explore the role of design thinking as the bedrock of transformative events.”

This initiative, endorsed by the World Design Organization, will highlight how design-led thinking can influence public services, infrastructure, and experiences—including those in the MICE industry.

Sustainability and Accessibility Under the Spotlight

Sustainability continues to be a cornerstone of IMEX’s programming and operations. The event promotes zero-waste practices, digital brochures, public transport incentives, and local community inclusion—aligned with Germany’s Federal Environmental Agency (UBA) guidelines for sustainable events.

IMEX’s environmental policies reflect broader international goals, such as the UN Sustainable Development Goals (SDGs), especially SDG 12 (Responsible Consumption and Production) and SDG 13 (Climate Action), urging the global events industry to reduce its ecological footprint.

Diversity of Global Participation

The global breadth of participation at IMEX Frankfurt 2025, including attendees from over 100 countries, underlines the MICE industry’s role in fostering cross-border cooperation, cultural understanding, and economic resilience.

The presence of destinations from Africa, the Middle East, Southeast Asia, Europe, and the Americas showed a growing commitment to MICE tourism as a vehicle for development and innovation.

Organizations such as the Pacific Asia Travel Association (PATA) and SITE (Society for Incentive Travel Excellence) have praised IMEX for offering a truly international platform for business travel decision-makers and suppliers to connect meaningfully.

Conclusion: IMEX Frankfurt 2025 Sets the Bar for Global Event Excellence

The conclusion of IMEX Frankfurt 2025 marked a new high point for the international business events industry. With over 67,000 scheduled meetings, record floor space, and a renewed emphasis on trust, transparency, and face-to-face engagement, the event has once again proven its role as a barometer for the sector’s health and future trajectory.

As cities like Frankfurt prepare to take on global titles such as World Design Capital, and as destinations invest in storytelling, design, and sustainable practices, the MICE industry is entering a new era—where collaboration, community, and creativity lead the way.